Chapter 04 / The team that has to change

Marketing’s AI lead cannot redesign everyone else’s job.

Marketing needs people who can say what a useful task looks like, put a working process together and judge the result. Appointing an AI lead inside marketing or sending people on a course leaves most of that change undone.

Until responsibilities change, every partner adaptation, account brief and monitoring request waits for the one person who knows how the AI setup works.

04.1

A course does not change who does the work.

The real test of training is whether people can take charge of a better process in their own team.

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04.2

Every recurring AI agent job needs someone accountable.

An AI agent is an assistant set to run a job on its own, on a schedule. One set up to monitor the market can keep running after the business question, the sources or the product have changed. Someone has to notice.

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04.3

Let designers approve the templates and rules behind routine assets.

Make everyday production easier and keep the designers’ attention for the creative decisions that matter.

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04.4

Your team may see a different level of readiness.

A CMO sees the program and its progress. A functional head sees what still has to be repaired before the work can leave the team.

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The numbers behind this chapter

First, how leaders rate this area overall. Then four specific ways of working, each asked separately.

How leaders rate this area overall · Q1

The one-line self-assessment, asked before the detailed questions.

12%Starting. No consistent approach yet.

37%Experimenting. Individual teams are trying their own approaches.

39%Repeatable. Everyday work follows an agreed approach.

9%Established. One shared approach, improved regularly.

3%Don’t know

581 people were asked; blank answers are left out. This is how leaders rated their own company overall. The four specific ways of working below were asked separately. Nobody checked either answer against the actual work.

What is actually in place · Q15

Four ways people and AI agents share the work, each rated on its own.

Recurring AI agent jobs have a human owner and clear rules for exceptions.

20%59%16%

Not happening 20%A few one-off trials 59%Used in several recurring jobs 16%The normal way of working, reviewed regularly 4%Don’t know 2%

People practice handing work to AI agents, checking it and improving it as part of their job.

30%31%26%7%

Not happening 30%A few one-off trials 31%Used in several recurring jobs 26%The normal way of working, reviewed regularly 7%Don’t know 6%

There is a repeatable way to test, set up, update and retire an AI agent.

43%32%13%

Not happening 43%A few one-off trials 32%Used in several recurring jobs 13%The normal way of working, reviewed regularly 6%Don’t know 6%

Generalists produce routine creative work from designer-approved templates and quality rules.

20%30%28%17%

Not happening 20%A few one-off trials 30%Used in several recurring jobs 28%The normal way of working, reviewed regularly 17%Don’t know 5%

581 people were asked; each row counts only the people who answered that row. Each row adds to 100% before rounding. “Used in several recurring jobs” and “the normal way of working” are shown as separate answers, not added together. Answer wording is shortened here; the questionnaire and explorer carry the full text. Explore every response ↗

Put the findings to work

Pick one recurring task and change who owns it, how people practice it and how its quality is judged.

Read what to do next ↗

Back to the start / 01

A course does not change who does the work.

Every recurring AI agent job needs someone accountable.

Let designers approve the templates and rules behind routine assets.

Your team may see a different level of readiness.

First, how leaders rate this area overall. Then four specific ways of working, each asked separately.

The one-line self-assessment, asked before the detailed questions.

Four ways people and AI agents share the work, each rated on its own.

Recurring AI agent jobs have a human owner and clear rules for exceptions.

People practice handing work to AI agents, checking it and improving it as part of their job.

There is a repeatable way to test, set up, update and retire an AI agent.

Generalists produce routine creative work from designer-approved templates and quality rules.

Pick one recurring task and change who owns it, how people practice it and how its quality is judged.

AI keeps sending work back to your experts. ↗